CHART: Advertising Tactics Trusted by Internet Users
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Tying an online ad or piece of email marketing directly to a customized landing page that acknowledges the initial communication and has a specific call to action can improve lift by 40%, according to a survey by CrownPeak. |
Product-specific advertising performed better than its holiday-themed counterpart, though many retailers still failed to direct the majority of ads to a clear consumer call to action.
50% of product-specific advertisements linked either to a canned “search” or “category” page, or the website home page.
Some advertisers - primarily content aggregators - directed ads to specific landing pages, which then featured advertisements for other providers of the product. Read more at www.marketingcharts.com
There is a pronounced difference between open rates for e-mails that include a coupon offer and those that do not. Open rates of around 24% to 25% for coupon e-mails dropped to just 16% to 18% for noncoupon campaigns, according to Experian.
Higher open rates for coupon offers translated into higher click rates as well, though the difference was much smaller. E-mails with coupons that could be used online were most likely to be clicked, at 4%.
Experian also reported that 80% of online coupon mailings saw higher transaction-to-click rates and transaction rates than noncoupon campaigns. And 78% of that group also earned higher revenues per e-mail.
Read more at www.emarketer.com
Online marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.
Top-performing campaigns, by contrast, boosted online ad awareness, message association and aided brand awareness by more than 8 percentage points each.
Read more at www.emarketer.com
The Online Publishers Association and ComScore, both seriously interested parties, did a study of 80 campaigns for 50 top brands which was tracked across the top 200 highly trafficked sites and concluded:
1. The 80-20 rule applies to clicks. Eighty percent of the clicks come from 20 percent of the people exposed to the ads. At very best only 1 in 5 ads draws a click whether that was the intention of the ad or not.
2. Displays Ads Prompt Search. Queries for terms exposed in display ads were search 50% more often a week after exposure and 38% more often even 4 weeks after exposure. If you see something that intersects your interests or your personal wish list, you are more likely to search for it directly when you’re ready to buy. Direct and brand advertising interact synergistically online and offline.
3. Display Ads Drive Site Engagement. Those exposed to ads spent 34 minutes per unique visitor on the sites exposed. This is hard to believe in terms of the time spent on site and the amount of “lift”. Maybe it just measures the vagaries of site architecture and navigation.
4. Brand Exposure Bumps Up eCommerce. Those exposed to brand ads spent 7% more on average when they bought. This feels like advertising orthodoxy; exposure drives awareness, consideration and purchase. It’s possible that added impressions convinces customers to trade up a little.
Read more at blogs.imediaconnection.com
Research released by Dynamic Logic reveals that ads integrated into the content of the page are the most effective in driving online ad awareness and purchase intent. Based on 2,390 online display campaigns that took place over the past three years, the study found that half banners and rectangles were more effective than ads that frame the page such as leaderboards and skyscrapers. Read more at www.mediapost.com
Ad Formats by Online Ad Awareness
Format
Size
Delta % Impacted (Avg. +3.0)
Rectangle
180×150
4.6
Half banner
234×60
4.4
Medium rectangle
300×250
2.7
Large rectangle
336×280
2.3
Wide skyscraper
160×600
2.0
Leaderboard
728×90
1.9
Skyscraper
120×600
1.9
Half page ad
300×600
1.8
Full banner
486×60
1.6
Button
120×90
- 0.6
Source: Dynamic Logic MarketNorms, Q1 2009 (N=3,806,527, Delta= Exposed control)
A quick read, but a lot of interesting content here for display advertisers.
ADOTAS — Ads that are integrated into the content of the page, such as half banners and rectangles, are the most effective in driving online ad awareness and purchase intent, according to data released by Dynamic Logic.
Half banners (234 x 60) and rectangles (180 x 150) were more effective than ads that frame the page such as leaderboards and skyscrapers. The research, based on 2,390 online display campaigns that took place over the past three years, is from Dynamic Logic’s normative database.
The research also revealed that ad campaigns using Rich Media with Video created the strongest brand impact (across most branding goals, including aided brand awareness, online ad awareness, brand favorability, and purchase intent) compared to campaigns using Simple Flash and Rich Media without Video formats. The worst performer was Simple Flash, the format used most often by agencies and advertisers.
- Establish branding goals and base format preferences on these goals early in the campaign planning process
Read more at www.adotas.com
- Try delivering a Rich Media with Video ad as the first ad exposure to your addressable online audience.
- When on a tight budget, switch to less expensive formats and consider frequency capping to extend reach.
- Don’t let arbitrary ad serving budgets prevent you from running the most effective ad formats. Factor media fees and rich media fees in together and optimize from there.
- For message association goals, consider adding the message to every frame of the ad for best results.
- Think twice before making Simple Flash ads the centerpiece of a campaign. For every branding goal we studied, a different rich media format was better than Simple Flash at getting results.
More US adults use the internet than they use doctors for obtaining health and medical information.
Consumers are much more likely to begin their quest for health information with a search engine rather going directly to a website.
Consumers who visit product sites are nearly three times more likely than the average US adult to request prescriptions by name from their doctors.
When consumers use search engines for pharmaceutical or health information online, they are most likely to search by the name of a specific condition/disease or the name of a specific product.
The most common situation for which they use a search engine for this purpose is when they have symptoms for a condition. Read more at www.marketingcharts.com
Your ads are often not selling the products that you designed them to sell. We have found that upwards of 48.38% percent of the time people end up buying a product different than the the one featured on ad they clicked on, and upwards of 11.28% of the time they bought a similar product, but not exactly the same product as the ad they clicked on.
For each keyword and product combination we looked at, we placed them in to one of three buckets: Exact, similar and unrelated. “Exact” would mean they purchased exactly the same product or product category of the ad they clicked on. “Similar” would be if they looked for XYZ sleeping bag, but purchased ABC sleeping bag, meaning they still purchased a sleeping bag, but it was a different brand or model from their search. “Unrelated” represented when the users search had no relation to what they ultimately purchased.
After conducting this analysis, we found the following information:
Read more at searchengineland.com
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